Swiggy is a delivery company associated with food and beverage industry. It is an Indian company that was launched with the purpose of offering a complete solution to the urban foodie in terms of food ordering and delivery from best restaurants located in the vicinity. It is a partnership based company and was founded in the year 2014, August by its co-founders Nandan Reddy, Sriharsha Majesty and Rahul Jasmine. It faces competition from following
- Foodpanda
- Tiny owl
- Zometa
- SpoonJoy
- BOX8
- Deliver
Product in the Marketing Mix Of Swiggy :
Swiggy is one of the popular delivery companies that supplies ordered food and beverage items to its customers. It has created a single window and included a wide range of food parlours and restaurants under its umbrella.
A customer now can make a choice from visual menus of restaurants in neighbourhood and order online. Ordering food and getting a swift delivery has become a hassle-free option from a customer viewpoint because of Swiggy. The company has estimated seven hundred and fifty restaurants on its platform and receives nearly seventy thousand orders on monthly basis. Swiggy is not accountable for the quality of food as it only delivers from one hand to another.
In the case of complaints it usually takes up to the restaurant in question. The company encourages promotions and ratings of restaurants for online delivery. Swiggy has launched an On-Time-Delivery service titled Swiggy Select that guarantees cashback if the order does not reach a customer in stipulated time-frame.
Place in the Marketing Mix Of Swiggy :
Swiggy has spread its presence to few cities in India like Bengaluru, Gurgaon, Pune, Chennai, Delhi, Hyderabad, Kolkata and Mumbai. It has its headquarters base at Bengaluru in Karnataka and has established its corporate offices at Hyderabad in Telangana and Gurgaon in Haryana. It is a popular app that takes order for food delivery from listed restaurants on its portal. Swiggy has set up a strong and widespread distribution network to offer prompt and best results.
It has an exclusive fleet of personnel that includes services of nearly eight hundred delivery people working on-field. They are involved in picking up orders from selected restaurant and delivering it to customers. Delivery boys are equipped with Swiggy App and smartphones that make tracking of a delivery throughout routeing algorithms easy. Swiggy has hired Shadowfax Technologies, a third-party delivery company, for part-time distribution in Delhi and Bengaluru.
Price in the Marketing Mix Of Swiggy :
Swiggy has an extensive workforce and this flexibility prompts it to allow its customer a policy of no minimum order. This has increased its customer base to a great deal. Swiggy was able to raise 2 million dollars in Series A funding from Accel Partners and SAIF Partners. During Series B it raised 16.5 million dollars funding from an undisclosed investment firm and Norwest Venture Partners. Swiggy has tie-ups with restaurants that offer a minimum of 15% to 25% commission and this has helped it in increasing its distributive channel and garnering better revenues. It also charges a minimum delivery fee from its customer irrespective of a small or high amount order.
Promotion in the Marketing Mix Of Swiggy :
Swiggy realises the importance of a good marketing strategy and has adopted several plans to create further brand awareness. It relies heavily on mouth publicity and satisfied customers is its greatest advertising tools as they recommend the brand to friends and family. Swiggy has adopted online marketing strategy and has taken help of social media platforms like Twitter, Facebook, Instagram, YouTube and Pinterest via innovative and interesting ad campaigns like #SingWithSwiggy and #DiiwaliGhayAayi.
Its Facebook page is very popular and active as it offers regular updates and encourages active participation. Swiggy has launched innovative videos that have become very popular amongst masses like Swiggy Goes International. The company runs contests to encourage direct participation by customers through #SwiggyTuesdays and offers to munch bag and coupons as rewards. Ahead of its launch in Mumbai city, it partnered with popular Dabbawalas of Mumbai to get a better grasp of the situation and later used it as a promotional strategy to gain brand exposure.
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